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ISC 341 Nike Presentation
Transcript of ISC 341 Nike Presentation
Originally named Blue Ribbon Sports
Begun by University of Oregon track coaches, Bill Bowerman & Phil Knight
"Swoosh" brand mark originally created by graphic design student at Portland State University Present As of today, Nike's revenue is approaching 24 billion dollars
Nike has divisions in almost every sporting sector and for the men's, women's, and children's demographic
Over 120 million Nike shoes are sold worldwide each year SITUATIONAL ANALYSIS Strengths Weaknesses Opportunities Threats Respected company
Top athletic wear seller
High customer retention
Multimillion dollar company Stereotyped to a specific target market Expand target market
Create relationship with new market Economy
Competition AUDIENCE PROFILE Current Clients To send out news releases to 3 prominent local newspapers and radio stations in each of the four target cities by January 15 2014Mostly young, 20-35 years old
Current consumers market is healthy, athletic oriented individuals
Desire unique, durable products that will make themselves stand out to increase the number of Americans age 55-65 within one of the four target cities who have a positive attitude towards a healthier lifestyle by 40% by May 1 2014.To increase the number of Americans age 55-65 within one of the four target cities who have a positive attitude towards a healthier lifestyle by 40% by May 1 2014.b. To build a positive associate with other health-oriented or senior-oriented organizations. To build a positive associate with other health-oriented or senior-oriented organizations Potential Clients The baby boomers (55-65) have a lot of spare capital
They deny they are aging, desire to remain young and relevant.
Want reliable, sturdy and efficient Stakeholders With Potential Clients AARP - holds huge sway with both members and non members in the 55-65 age range
AHA - holds interest in the health and well-being of seniors, as well as holds considerable influence on potential clients Government Has concerns with increased health care burden with aging baby boomers OBJECTIVES Output Impact Output Objectives Impact Objectives To increase awareness about the new Nike campaign by 50% among those aged 55-65 living in all of the four target cities.
By the end of each month prior to event start-up.
To increase in-store sales by 35% among those aged 55-65 living within all of the four target cities.
By October 1, 2014.
To increase the number of Americans age 55-65 within all of the four target cities who have a positive attitude towards a healthier lifestyle by 40%.
By October 1, 2014. To send out news releases to 3 prominent local newspapers and radio stations in each of the 4 target cities.
One week prior to each event start date.
To send out direct mail to those customers in Nike's database who are between the ages of 55-65 & currently live in one of the four target cities, who have also not made a Nike purchase in the last 3 years.
3 weeks prior to each event start date.
To partner with the American Heart Association in a PR advertisement directed towards Americans between the ages of 55-65 who are not as active as they once were.
By May 15, 2014 STRATEGIES Strategy 1. Strategy 2. Strategy 3. Strategy 4. To increase the number of Americans age 55-65 within one of the four target cities who have a positive attitude towards a healthier lifestyle. To build a positive associate with other health-oriented or senior-oriented organizations. Increase heart-health awareness of seniors amongst legislative members. To partner with the American Heart Association to create a Public Service Announcement (PSA) concerning active lifestyles amongst seniors. EVENT PLAN "The Nike Shoe Tour" Tour stays at each city for one month
Where? The major Nike Outlet Store in each city
When? Each Saturday of the month
Open for regular Saturday store hours
Interactive walking track
Personal Nike assistance
Booths by AARP & American Heart Association EVENT PLAN "The Nike Shoe Tour" EVENT PLAN "The Nike Shoe Tour" EVENT PLAN "The Nike Shoe Tour" FEATURING:
Betty will be present at the first Saturday event in each city of the tour Ocean City, NJ
June 1st  Naples, FL
July 1st  Prescott, AZ
August 1st  Minneapolis, MN
September 1st  MEDIA CONNECTORS Budgeting Since Nike is a multi-billion dollar company, they are allocating money within their advertising budget so that we can produce the Shoe Tour. We reached an agreement of $20 million. This amount covers:
- Celebrity Appearances
- Giveaways and Takeaways
- Media Promotions
- Reservation of the space
- All materials needed to set up each Saturday Conclusion The Greatness is Forever campaign featuring the Throwback Collection hopes to get seniors excited about their health and fitness again. In addition to this, we hope to help support Nike's mission:
" To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete". Thanks for getting to know Nike! The Throwback Collection Our Product:
The Nike Throwback Collection -Sleek, Simple, & Stable -Taking running shoes "back to the basics" -New technology to help increase stability and joint support Presented by: Prime PR